Home » OPINION » Columns » TODD SMITH — News driven by technology, new journalism report finds

TODD SMITH — News driven by technology, new journalism report finds



Growth around online video news has been largely driven by technology, publishers and platforms, instead of strong consumer demand, a new report from the Reuters Institute for the Study of Journalism finds – but breaking news events may hold clues to success.

The report, The Future of Online News Video explores the explosion in online video news seen over the last few years, and the implications for journalism. Authors of the study interviewed nearly 30 news organizations to understand developing strategies and approaches

Most companies have been investing in video over the past year with large publishers more than doubling their video postings through social networks like Facebook and experimenting with live services such as Periscope and Facebook Live.

The results may hold disappointment for publishers focused on news video. The report shows that just a small proportion of time spent on news sites is spent on video (an average of 2.5 percent across 30 websites) with even large producers of video content, like BBC News struggling to get beyond one in ten of users accessing video on a visit.

The report showed a marked increase in interest in online video news when it came to large-scale breaking events. The percentage of users accessing BBC News following the Paris attacks in November 2015 more than doubled, from 10 percent  on an average day to 22 percent  immediately after the attacks.

The conclusions of the report back up survey results from the Reuters Institute Digital News Report (released in June), which showed 78 percent saying they never or only occasionally accessed a news video. The survey showed limited growth in the use of news video and wide variations between countries.

Other key findings from the report include:

» Off-site news video consumption is growing fast – with Facebook a key focus of activity

» Publishers are beginning to embrace online news video (79percent  of senior digital news leaders surveyed by the Reuters Institute at the beginning of 2016 said they would be investing more over the course of the year) – but most remain in an experimental phase.

» The monetization of news video remains the biggest challenge for news organizations. On-site revenue continues to rely on pre-roll ads, despite acknowledgment that poor user experience affects growth.

» Broadcasters, newspapers and digital born new organizations face different challenges in adopting content for online video, according to co-author Nic Newman.

“Newspapers, in a period of retrenchment, are finding it challenging to fund new investment and retrain a predominantly text based workforce while many broadcasters are struggling to adapt to the new grammar of digital video, Newman said in the report. “Digital born companies are better equipped to take risks in new formats and distribution but many have become dependent on powerful platforms over which they have little control.”

Overall, the report is cautious about the long-term dynamics for video news. Video that adds drama and immediacy is valued and expected by consumers on news websites, but only up to a point and in certain circumstances – with both young and old still valuing the control and flexibility of text.

Build your personal brand on LinkedIn

Eager to build your visibility on LinkedIn?

Get your social on that showcases your work to the people you are aiming for. Here are tips from the

1. Optimize Your LinkedIn Profile

Your profile is the key component of your experience on LinkedIn. A complete profile shows you’re actively participating in the LinkedIn ecosystem.

Did you know that you could make your profile seven times more likely to be found in searches by adding a profile photo? Or that you can make your profile 12 times more likely to be discovered by showing your two most recent employment positions?

Do that first!

2. Make Meaningful Connections on LinkedIn.

Once your profile is impeccably optimized, you’ll be ready to grow your network and build your strategic brand associations on LinkedIn. This keeps your network fresh and active, and strengthens your global connections. For people you know, have met, or are about to meet, LinkedIn gives you even more information about them.

People generally think highly of those who keep good company, so building your LinkedIn network simultaneously builds your personal brand. To do this, connect on LinkedIn with trusted friends, former colleagues, classmates, industry leaders, vendors, and other professionals. And don’t be shy about asking your contacts for introductions to people in their networks.

3. Publish. Post. Repeat …

We live in a feed-driven world. Americans now engage with seven different sources of information every day through multiple channels.

According to Entrepreneur, Millennials spend 18 hours a day consuming media.

Today, LinkedIn is the definitive professional publishing platform. In fact, more than 1 million people have published more than 3 million posts on LinkedIn. As for Millennials, they represent nearly 30 percent of all long-form publishers on LinkedIn.

Publish content on LinkedIn to showcase thought leadership. Once you begin to publish on the LinkedIn Publisher platform, you’ll quickly see a spike in your profile views.

4. Customize your feed by following those who matter most.

Although millennial leaders vary in age and experience, they have one thing in common: a desire to learn. Through LinkedIn, you can invest in yourself and your lifelong education. Design a feed that keeps you in the know. Simply follow the people and topics that matter most to you and unfollow those that don’t.

5. Create a LinkedIn SlideShare Account.

With more than 400,000 new pieces of content added each month, SlideShare is the world’s largest professional content-sharing community. On an average day, nearly 4 million people visit LinkedIn SlideShare. That’s just on desktop. Can you really afford to overlook those eyeballs?

In addition, Google indexes every presentation on LinkedIn SlideShare. And because more than 80 percent of the traffic comes from organic search, your presentations can give your brand an SEO advantage.

Build authority by presenting LinkedIn SlideShares from a unique point of view on your industry’s trends or news. You can also share your presentations, videos you produced, webinar videos you’re featured in, and nicely designed content you created.

Grand Slam Mic | Serena Williams wins Wimbledon, ties record

Serena Williams won her seventh Wimbledon title last week, and scored yet another mark for the tennis record books.

Williams beat Angelique Kerber 7-5, 6-3 in the final, a victory that gives her 22 Grand Slam singles titles in her career – and is now tied with Steffi Graf for the most major titles in tennis’s Open era, which began in 1968.

Margaret Court holds the all-time record, with 24.

Williams has pursued this record-tying title since she won Wimbledon last year. But she lost in the semifinals of last year’s U.S. Open, where she had a chance to become the first woman since Graf in 1988 to win all four Grand Slam titles in the same season.

To top it off, Williams and her sister Venus defeated Timea Babos and Yaroslava Shvedova, 6-3, 6-4, for the women’s doubles championship. It was the Williamses’ 14th Grand Slam doubles title together, and their first in four years.

When you think women’s tennis in the modern era, you think of Serena – and Venus – powerhouse sports brands in the modern sports era. For that She aces a Grand Slam Mic!

Each week, The Spin Cycle will bestow a Golden Mic Award to the person, group or company in the court of public opinion that best exemplifies the tenets of solid PR, marketing and advertising – and those who don’t. Stay tuned – and step-up to the mic! And remember … Amplify Your Brand!

» Todd Smith is president and chief communications officer of Deane, Smith & Partners, a full-service branding, PR, marketing and advertising firm with offices in Jackson. The firm — based in Nashville, Tenn. — is also affiliated with Mad Genius. Contact him at todd@deanesmithpartners.com, and follow him @spinsurgeon.


… we’d like to ask for your support. More people are reading the Mississippi Business Journal than ever before, but advertising revenues for all conventional media are falling fast. Unlike many, we do not use a pay wall, because we want to continue providing Mississippi’s most comprehensive business news each and every day. But that takes time, money and hard work. We do it because it is important to us … and equally important to you, if you value the flow of trustworthy news and information which have always kept America strong and free for more than 200 years.

If those who read our content will help fund it, we can continue to bring you the very best in news and information. Please consider joining us as a valued member, or if you prefer, make a one-time contribution.

Click for more info

About Contributing Columnist

Leave a Reply